This is a presentation we wrote outlining the marketing strategy for the Men's Hockey World Cup event 2010 to be held at New Delhi...

1. The MEN’S HOCKEY WORLD CUP 2010, NEW DELHI The Marketing Strategy A presentation by Fresh IMCS 19 th Feb ’09 Photo Courtesy: www.skalmadi.org , www1.adscontent.indiatimes.com, abclive.in

2. THE BRIEF

3. MARKETING & COMMUNICATION OVERVIEW The FIH World Cup is World Hockey's showcase event and as such the event promotion and subsequently the creative's and messages are integral in the positioning of the Event. The broad objective of the marketing communications strategy is to promote and gain awareness for the Event and ultimately drive attendance and ticketing sales. To achieve the objectives a detailed national marketing and promotional plan will be developed and implemented.

4. MARKETING COMMUNICATION OBJECTIVES Raise general awareness of the event Provide event information to the general public Drive attendance and ticketing sales 1 2 3

5. SCOPE OF WORK The brief calls for the development of a brand/message, which reinforces the position the Event as a world class must see event. It will be important to capture the essence of the sport and the Event as India's national sport. The creative concepts would also need to be broad enough to be used across all marketing and communications mediums. Development of an overall creative theme for the Event that can form part of an integrated marketing communications programme Creation of conceptual concepts for bring the Event alive and maximising selected mediums

6. PRIMER TO MARKETING STRATEGY

7. “ This is a special day for the FIH and Indian Hockey. We are delighted to be back in India with the World Cup for the first time since 1982. The improvement of Indian Hockey is critical for the sport’s future, both in India and internationally.” In Nov ’07, FIH President Els van Breda Vriesman said: Source: http://www.fihockey.org/vsite/vcontent/content/transnews/0,10869,1181-18543-19728-28355-279914-9199-5039-layout169-19693-news-item,00.html The improvement of Indian Hockey is critical for the sport’s future, both in India and internationally.

8. She added: Source: http://www.fihockey.org/vsite/vcontent/content/transnews/0,10869,1181-18543-19728-28355-279914-9199-5039-layout169-19693-news-item,00.html “ It is our great wish that the IHC demonstrates the commitment and passion to deliver this landmark event. The Hockey World Cup is the FIH’s highest profile event. It is our goal that the 2010 World Cup will be the most successful event in the history of hockey – that is the challenge we have set ourselves.” It is our great wish that the IHC demonstrates the commitment and passion to deliver this landmark event… It is our goal that the 2010 World Cup will be the most successful event in the history of hockey…

9. IHC President Mr. KPS Gill stated: Source: http://www.fihockey.org/vsite/vcontent/content/transnews/0,10869,1181-18543-19728-28355-279914-9199-5039-layout169-19693-news-item,00.html “ The IHC is extremely pleased that the FIH decided to entrust the organization of the World Cup to India. It is a great honor for the country and we must now work with diligence and spirit to repay the faith that has been shown in Indian Hockey. The IHC is fully committed to the Project and to the success of the World Cup. We will do our utmost to meet the expectations of the world governing body to ensure the event is a success and also the expectations of the Indian sporting public to witness the return of our team to the podium in a major event.” These words also define the spirit with which the event needs to be marketed.

10. MARKETING STRATEGY

11. Target Audience (Primary) Sports lovers in India, especially the youth

12. Target Audience (Secondary) Fans from participating countries Also, Tourists - Indian & International - visiting Northern India

13. DRILLING INTO THE OBJECTIVES for determining & prioritizing marketing efforts

14. Would an event like HOCKEY WORLD CUP ever go unnoticed? Raise general awareness of the event Provide event information to the general public Drive attendance and ticketing sales 1 2 3 Definitely not! Even if nothing is done, a voluntary media coverage has the potential to inform the whole country. The same would be true for this objective too. This objective would require maximum efforts. Buying tickets and attending / watching can happen only when there is a real motivation and interest in the sport. It is an investment of time, money & efforts of fans. Therefore, what are the barriers to motivation that marketing efforts need to address? The answer to the question raised for 3 rd objective will determine the nature of the marketing strategy.

15. Drive attendance and ticketing sales Drilling further into the 3 rd Objective Matches involving India Matches involving other countries Home country, patriotism Passion for the sport Two types of matches Prime reasons to attend Relatively Easy Relatively tough Only few matches out of the total Majority of the matches Nature of marketing effort Weightage The greater challenge would be to drive attendance at the matches involving countries other than India.

16. Ensuring attendance at the ‘majority’ of the matches would evoke the mood for great TV viewership and thereby, ensure the success of the Event. Therefore, it is critical to evoke the passion for the sport, to motivate youth towards the sport. Location: Delhi Therefore, attendance will predominantly be driven by people living in Northern Regions

17. BARRIERS TO MOTIVATION

18. How many youngsters think Hockey is cool when compared to T20 or Tennis? How many youngsters look up to Hockey players as their heroes? In spite of great results in the past, popularity of the sport has suffered for many years in the country. Indian national team hasn’t been performing up to expectations for many years Passion for Hockey & the rules not understood by the newer generations Rise in Cricketing achievements and rise of other sports like Tennis How many youngsters have a touched a Hockey stick when compared to a Cricket bat? How many youngsters have dribbled a Hockey ball when compared to swinging a Cricket bat? How many youngsters have seen hockey being played on the streets when compared to Cricket? How many youngsters have appreciated the art of dribbling when compared to that of swing bowling? A sport gains popularity when youth / youngsters get a chance to experience it in real. Hockey scores woefully low on that count and therefore doesn’t have a motivated mass following.

19. COMMUNICATION STRATEGY ATL vs. BTL divide (depending on objectives)

20. Raise general awareness of the event Provide event information to the general public Drive attendance and ticketing sales 1 2 3 Key function: Reminding Key function: Distribution of Info Key function: Motivating, generating interest Predominantly ATL (TV, Print, Online & Outdoors) Mix of ATL & BTL (TV, Print, Radio & Online) Predominantly BTL (TV, Print, Radio, Online & On-ground) On the whole, the split between ATL & BTL, in terms of marketing spends and efforts, should be 40:60 (in favor of BTL addressing the 3 rd objective)

21. KEY MESSAGE

22. POSITIONING OF THE EVENT WORLD HOCKEY’S BIGGEST SHOWCASE EVENT COMMUNICATION PROPOSITION FOR MEN’S HOCKEY WORLD CUP 2010, NEW DELHI HOCKEY’S BIGGEST EVER SPECTACLE COMES TO INDIA

23. Why ‘BIGGEST EVER SPECTACLE’? FAST PACED ACTION WORLD’S BIGGEST HOCKEY PLAYERS LIVE MUSICAL PERFORMANCES GLAMOUR CULTURAL PERFORMANCES BOLLYWOOD Supported by:

24. HOCKEY’S BIGGEST EVER SPECTACLE COMES TO INDIA ATL BTL Remind Mission Take Hockey to the streets & make youth realize that ‘HOCKEY’S BIGGEST EVER SPECTACLE HAS COME TO INDIA’ Engagement / Exploring Sub-cultures Activation

25. BEFORE THE EVENT

28. MARKETING & ENGAGEMENT IDEAS Depending on the relevance, the marketing ideas will use different media like TV, Print, Web, Mobile, Radio & On Ground Activities

29. IDEA # 1 Leveraging Motorcycling Groups to promote the Event & the game of Hockey

30. Observation # 1 Hockey sticks are often used in aggressive behavior at college level Observation # 2 Youngsters who want to look ‘macho’ often ride heavy motorcycles like Bullet Observation # 3 Motorcycles are favorite possessions of youngsters and being part of motorcycling groups is considered ‘cool’

31. BAD GUY, GOOD SOUL! There emerges a strong archetype of modern youth which is… Therefore, The idea: Leverage the groups of BAD GUYS, GOOD SOULS to promote the Event & the game of hockey

32. Taking it 360

41. IDEA # 2 Leveraging the passion for Music among today’s Youth

43. IDEA # 3 Leveraging the thrill of Reality Shows

45. IDEA # 4 On Campus Hockey-driven Contests

48. ATL PRINT CAMPAIGN – CONCEPT CARDS* * Note that these are only concept cards. Logos of the Event and entities like IHF, IOA or IHC will be used according to conditions stipulated.